The sketchy reason fast food companies are bringing back mascots

Fast food companies like KFC, McDonald's, and Burger King have all brought back their mascots in a big way.

KFC resurrected Colonel Sanders, the brand's founder and mascot, after a 21-year hiatus. McDonald's has revamped the "Hamburglar" character after more than a decade. And Burger King reportedly paid $1 million to get its mascot in Floyd Mayweather's entourage.

"How do you advertise enormous hamburgers and buckets of fried chicken when that's just going to remind people that they're not supposed to eat enormous hamburgers and buckets of fried chicken?" Suddath asks. "You get a funny mascot to do it for you."

Fast food companies are grappling with the perception that their products are unhealthy and dangerous. Classic fare like burgers, fries, and soda are being blamed for the global obesity epidemic, and consumers increasingly say they want fresh, healthy options.

The companies have also been criticized for marketing to children and irresponsibly selling high-calorie meals and sodas.